Molson Coors CEO: We’re Doing Our Bit to Solve Society’s ‘Occasion Problem’ – and We’re Getting Some Unforeseen Assistance
Since taking on the role of CEO at Molson Coors last fall, I’ve given a great deal of thought to the necessity of advocating not only for beer – a cultural mainstay of conviviality for thousands of years – but also for the occasions in which beer has served as a catalyst for bringing people together.
And indeed, the beverage industry operates within the framework of “occasions.” However, it’s evident that we’re in the midst of a cultural and economic situation that, broadly speaking, involves strain on Americans’ wallets combined with what some have termed a “loneliness epidemic.”
Having a drink with friends after work is an occasion – a moment distinct from whatever else someone might do during their day. Going out to dinner with your significant other is a different kind of occasion. Cosmic bowling on a Friday night? That’s a highly enjoyable occasion. The list of occasions can continue indefinitely, spanning from the universal (football and concerts) to the local (ice fishing in northern Minnesota and crawfish boils in Baton Rouge).
Companies like ours consider occasions because, simply put, that’s when we conduct our business – when people gather, it’s often an opportune moment for a tall, frosty beer, whether it contains alcohol or not.
But what if the occasions slow down or even come to a halt? What if people decide not to have that drink with friends after work, if date nights become scarce, if the bowling balls remain on the racks on Friday nights?
It’s detrimental to business – and it’s不利 for all of us. It’s clear that we’re facing a challenging situation both culturally and economically, generally regarded as a combination of strain on Americans’ wallets and what some have called a Consequently, our industry has been grappling with what it perceives as an “occasion problem,” and this problem extends far beyond the beverage industry.
That’s why we need a bit more social interaction – and some more Christopher Walken – in our lives. In a new Miller Lite campaign launched last week featuring Mr. Walken, we aim to remind the world that any day can, and should, be an occasion.
Beer can play a part in reuniting people
The occasion problem impacts numerous aspects of modern life – the omnipresence of technology, cultural and ideological polarization, the significant cultural shifts following a global pandemic – and it’s sufficient to cause many people to disengage, to avoid the social occasions and interactions we once desired. According to the Pew Research Center, <, and. That’s an issue.
For generations, beer has been a means of facilitating social bonding, yet contemporary pressures have distanced us from many of those moments. We need to embrace them once again, and as a beverage company with a centuries-long history of brewing beer, it’s our responsibility to lead the way.
We’re not the only ones sounding this warning. Our industry has increasingly united to celebrate beer as both a beverage for moderation (most beer brands have an alcohol content of 5% or less) and a catalyst for social bonding.
This includes other brewers, independent distributors, and advocacy organizations such as the Washington D.C.-based Beer Institute, which has launched a campaign to remind people of the numerous social moments – from golf to camping to the beach – where beer has been present for years.
This message is also central to our new creative campaign for Miller Lite, which has long been associated with the concept of “Miller Time.” It’s a legendary phrase that essentially represents an occasion – when you hold a Lite, it’s a moment to share with others.
We enlisted a renowned figure to promote the next phase of Miller Lite, a campaign we call “Legendary Moments Start with a Lite” – the legendary Christopher Walken. The Academy Award winner uses his subtle charm and dry humor to encourage us all to get out there – to participate.
In the first ad, which premiered in early January, a man notices a woman smiling at him from across the bar. The man hesitates to approach her when Mr. Walken suddenly appears and encourages him to take action; rather than being hunched over a phone, swiping one way or the other, why not go and talk to her and say hello? The man does exactly that, leaving the viewer with the impression that a world of possibilities awaits.
The ad featuring Mr. Walken is the first of several in an ongoing campaign for Miller Lite to promote moments of social connection, whether with an old friend or a new acquaintance. The campaign isn’t solely based on advertisements; in the coming months, “Legendary Moments Start with a Lite” will be visible at local bars, sporting events, and music festivals, all aimed at inspiring people to engage with the enthusiasm they once had.
We live in an era where we’re deeply connected to the technology in our pockets. That isn’t going to change. But we also need to reevaluate what it means to connect with one another in person. While beer alone won’t solve society’s occasion problem, our industry has long been at the crossroads of many of life’s most memorable social moments.
Once again, the beer industry must encourage people to put themselves out there, to connect with new and old friends, and to create memories. As always, we’ll be honored to be a part of that journey.
